--- title: "How to dynamically change your site based on ABM campaigns" slug: "abm-playbook" locale: "en-us" description: "Learn how to implement targeted communication on your website according to the user company and attract high-value accounts." published_at: "2024-05-24" updated_at: "2025-12-05" image: "https://storage.googleapis.com/croct-assets-b931d070/blog/How_to_dynamically_change_your_site_based_on_ABM_campaigns_2bc582b894/How_to_dynamically_change_your_site_based_on_ABM_campaigns_2bc582b894.png" authors: ["Mariana Bonanomi","Yasmin Gonçalves"] category: "Playbooks" tags: ["Lead Generation","Segmentation","Dynamic Content","How To"] canonical: "https://blog.croct.com/post/abm-playbook" --- # How to dynamically change your site based on ABM campaigns If you work with B2B marketing, you're already familiar with account-based marketing (ABM) campaigns on platforms like LinkedIn Ads to deliver a specific message to enterprise target accounts. However, you might leave money on the table if you personalize only your campaigns and forget about your website. By tracking user interactions within your ads and using UTMs, you can maintain consistent messaging across ads and landing pages, creating a seamless experience that boosts engagement and conversions. This article is a how-to guide to help you create personalized website experiences for users coming from ABM campaigns. Follow this step-by-step playbook to implement this strategy effectively. > 💬 TLDR > > If you are a developer, you can use our [template](http://croct.com/templates/use-case/saas/abm-campaign) through our CLI instead of configuring this manually on the interface. ## How to create personalized website experiences for ABM campaigns Creating an experience is as easy as defining which users you want to impact, what part of your website you want to change, and the personalized content you want to show them. Start by heading to [Experiences](https://app.croct.com/redirect/organizations/-organization-/workspaces/-workspace-/experiences), click **New**, and choose a name for your experience. Now, we'll show you how to: - Segment users based on specific ABM campaigns - Select the slot you want to personalize - And define which content you’ll display to them ### Audience > ✨ > > With Croct, you can use our [Contextual Query Language (CQL)](https://docs.croct.com/reference/cql/introduction) to define audience criteria. It is an English-based language that combines the simplicity of natural language with an intuitive syntax that makes it easy for both technical and non-technical users. With Croct, you can use the UTM parameters in your marketing campaigns (medium, source, campaign name, or term) to identify where the user is coming from. It is also possible to add two or more campaigns to the same audience using [or](https://docs.croct.com/reference/cql/expressions/operations/logical/or), [and](https://docs.croct.com/reference/cql/expressions/operations/logical/and), [starts with](https://docs.croct.com/reference/cql/expressions/tests/string/starts-with), [ends with](https://docs.croct.com/reference/cql/expressions/tests/string/ends-with), or [matches](https://docs.croct.com/reference/cql/expressions/tests/string/matches). Click on **New audience** and enter a CQL expression that matches the target audience, like this: ```cql noLineNumber campaign's source is "linkedin" campaign's name matches "acme" and campaign's source is "linkedin" user has viewed a campaign with name like "acme" in the last 30 days ``` ### Slot and content Slots are any personalizable elements of your application. ![Three wireframes highliting slots you can personalize.](https://storage.googleapis.com/croct-assets-b931d070/blog/Playbook_abm_683d0f2fcc/Playbook_abm_683d0f2fcc.png?updated_at=2024-06-17T10:55:11.143Z "Hero section, logo cloud, and testimonials bar slot examples") Some popular choices are the **hero section**, the **logo cloud**, and the **testimonials bar**. Still, you can also personalize any page section to include targeted information. ![Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A drop-down menu displays options of slots you can personalize.](https://storage.googleapis.com/croct-assets-b931d070/blog/customers_slot_f6efa12886/customers_slot_f6efa12886.png?updated_at=2023-08-22T16:41:40.044Z "How to select a slot") Select the slot you want to personalize, and finally, click on **Content** to specify elements such as images, copies, and button colors you want your audience to view. Be creative! ![Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A side drawer shows a content form for images, copies, and colors of the personalized content](https://storage.googleapis.com/croct-assets-b931d070/blog/Playbook_anonymous_users_content_en_us_2543b68acc/Playbook_anonymous_users_content_en_us_2543b68acc.png?updated_at=2024-05-06T15:45:34.393Z "How to select personalized content") ### Extra options Besides creating an audience, choosing the slot, and defining the content, you can also prioritize this experience over others, choose a different time zone, and schedule its start to whenever you prefer. ![Screenshot of Croct's admin with buttons with options of scheduling, prioritizing, and choosing a time zone for a personalized experience.](https://storage.googleapis.com/croct-assets-b931d070/blog/Playbook_campaigns_options_31ee878239/Playbook_campaigns_options_31ee878239.png?updated_at=2024-04-30T13:18:27.495Z "You can schedule, prioritize, and choose a time zone for experiences") Next, publish your experience or go to the preview to see the magic happen! ✨ ## What's next? Personalizing your website based on ABM campaigns helps maintain consistent messaging, capture user attention, and increase conversions. Use campaign tracking to tailor content and explore other personalization strategies, such as targeting [organic search visitors](/post/organic-search-playbook.md). Start using these techniques with our platform to increase your conversion, reduce your CAC, and optimize your marketing results. Need more inspiration? Browse other [playbooks](https://blog.croct.com/playbooks) and check some personalization ideas for [e-commerce](/post/ecommerce-personalization-ideas.md) or [SaaS](/post/saas-personalization.md). Happy personalization!